Streaming Dropped To 38.3% Of Total TV Usage In August 2023

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Streaming accounted for 38.3% of total TV usage in August 2023, marking a drop when compared to the previous month. Still, streaming occupied the largest total TV usage share of last month, and by some margin.


Over the past few months, Streaming’s share of total TV usage has continually been on the climb. In July, for example, Streaming accounted for 38.7%, a record high for the category.

However, Streaming’s share declined in August, falling 0.4% down to 38.3%, according to data from Nielsen’s August 2023 The Gauge report. Even after falling, Streaming still remained the dominant category overall, and up 0.6% when compared to June of 2023.


With Streaming points dropped, both Cable and Broadcast were there to pick them up. Cable accounted for 30.2% In August (up from 29.6% in July), while Broadcast accounted for 20.4% (up from 20% in July).

In explaining the change, Nielsen pointed to shows like America’s Got Talent and Big Brother for helping Broadcast viewing, while sports (primarily NFL preseason) and news (primarily the first Presidential debate) helping Cable viewing.

While an increase in August, both Cable and Broadcast were down when compared to the 30.6% for Cable and 20.8% for Broadcast noted in June. Likewise, Broadcast in August was down 5.5% on a year-over-year basis, and Cable was down 10.6% year-over-year.


Peacock and Paramount Plus buck the trend

With Streaming as a whole down, it shouldn’t come as much of a surprise that the share of each individual service was also down.

Of the services that Nielsen provides data on, only Peacock and Paramount Plus managed to generate an increase in August. Peacock rose from 1.1% to 1.2% while Paramount Plus rose from 1% to 1.1%.

YouTube (excluding YouTube TV) remained top overall with 9.1% (down from 9.2%), with Netflix in second at 8.2% (down from 8.5%), and Hulu in third with 3.6%. Unlike YouTube and Netflix, Hulu saw no positive or negative change in August. Prime Video (3.4%) and Disney Plus (2%) also saw no change last month.


Elsewhere, Max dropped to 1.3% (down from 1.4%), Tubi dropped to 1.3% (down from 1.4%), and Pluto TV saw no change (0.9%).

John Finn

By John Finn

John started Streaming Better to help consumers navigate the live TV streaming and subscription service landscape. John has been editing and writing about technology and streaming for online publications since 2014, and believes the best streaming approach is to rotate between services as needed.

John's preferred live TV streaming service right now is YouTube TV although he does tend to switch live TV services multiple times each year to keep up to date with their changes. Outside of live TV, John also actively streams HBO Max (for the shows), Peacock (for Premier League), and Paramount Plus (for Champion's League). However, John is also currently subscribed to Apple TV+, Discovery+, Hulu, Starz, Showtime, and Shudder.

Contact John via email at or say hi on Twitter

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